In the landscape of the 2024 Lok Sabha elections, Artificial Intelligence emerged as a transformative force, reshaping conventional campaign methodologies. The traditional practice of candidates physically canvassing door-to-door, exchanging pleasantries over tea, despite a prolonged absence, now yields to a paradigm shift driven by cutting-edge technology.
The 2014 election witnessed the significant influence of social media, marking a pivotal moment in political communication. However, as India gears up for the 2024 elections, the emergence of Artificial Intelligence and the looming specter of deepfake videos pose unprecedented challenges. These sophisticated manipulations blur the distinction between reality and fabrication, potentially undermining the trust and integrity crucial to the electoral system.
As the 2024 Lok Sabha elections approach, political entities and candidates have harnessed the formidable capabilities of Artificial Intelligence. Leveraging AI, they delve into voter data, crafting targeted campaign blueprints with unprecedented precision. Moreover, the deployment of AI-driven chatbots and virtual assistants on social media platforms facilitates dynamic interactions with voters, offering instantaneous solutions to their inquiries and issues.
AI technology holds the potential to enhance election procedures through various avenues:
AI has the capacity to forecast election results.
AI-powered chatbots and virtual assistants facilitate interactions with digital platforms.
AI has the capability to deter electoral fraud and oversee compliance with campaign finance regulations in political advertising.
With the ability to tailor calls to individual voters, political parties could wield influence that could tarnish their opponents’ standing. India’s internet usage, surpassing 50 per cent of the population, is projected to soar to 900 million by 2025. Anticipated to be worth Rs 500 crore, the forthcoming Indian election promises a lucrative market.
Political parties are harnessing the power of AI to connect with voters through social media platforms. In the recent state elections, both the Congress and BJP ventured into uncharted territory by employing AI for the first time, introducing false videos and satirical content into their campaign strategies. Utilising AI technology, parties such as the BJP, Congress, AAP, DMK, and AIADMK actively engage with their respective supporters.
For instance, the BJP leverages AI to translate Prime Minister Modi’s speeches into eight regional languages, broadening their reach. However, there are instances of misuse, with certain campaigners circulating AI-generated videos, including deepfakes, to disseminate misinformation. These deceptive videos predominantly target the 18-25 age demographic and proliferate through platforms like WhatsApp.
Political parties across India employ a variety of tactics to sway voters, often resorting to sharing fabricated images and videos on social media platforms. Notably, the Congress party circulated a manipulated photo of Prime Minister Narendra Modi, while the BJP uploaded a misleading video of Rahul Gandhi on Instagram.
In Tamil Nadu, both the DMK and AIADMK utilised recordings of their deceased leaders to garner support in the ongoing election. Furthermore, even Communist parties have embraced AI technology in their campaigns, exemplified by a video depicting Asaduddin Owaisi, leader of the AIMIM party, singing Hindu devotional songs. Regional stalwarts such as Akhilesh Yadav, Naveen Patnaik, and Mamata Banerjee have also embraced similar tools to sway voter sentiment.
The proliferation of AI for nefarious ends poses a considerable threat. The advent of sophisticated AI now enables the impersonation of individuals, whether voters or candidates, opening the door to identity theft and manipulation within the electoral sphere. This highlights the urgent requirement for robust regulations to safeguard the integrity and fairness of the electoral process. Increasing public awareness about these risks is crucial, emphasising the imperative of addressing them to instill a culture of vigilance among the populace.
The integration of AI into political campaigns sparks legitimate apprehensions regarding privacy infringement, as well as the risks of unfair competition and misinformation dissemination. Thus, the establishment of unambiguous regulations is essential to uphold the integrity of the electoral process. Governments bear the responsibility of spearheading efforts to regulate AI usage, thereby fostering an environment of equity and transparency.
The IT Minister’s recent admonitions directed at social media firms have bolstered public trust in the reliability and credibility of the electoral system. Moving forward, it’s imperative for the Election Commission to issue comprehensive guidelines specifically targeting AI-generated content for the upcoming 2024 Lok Sabha elections.
These directives must encompass ethical AI practices in campaign strategies and the analysis of voter data. Stringent regulations are indispensable to safeguard the integrity of the electoral process, uphold the rights of voters, and guarantee a level playing field marked by transparency and fairness. Failure to implement such measures risks casting doubt on the legitimacy of the election outcomes.
Despite legitimate apprehensions surrounding AI, it’s vital to acknowledge its capacity for constructive impact. Specific AI-driven innovations possess the ability to transform the landscape of free and equitable elections fundamentally. With increasing adoption, these advancements hold the promise of ushering in an era of e-elections, wherein voting processes are digitised, thereby enhancing transparency and oversight. This prospect of favourable transformation ought to evoke optimism and confidence, offering reassurance regarding the trajectory of electoral practices.
In the Bihar elections, the Election Commission implemented an AI-driven platform to uphold transparency and thwart potential manipulation. This system effectively identified and flagged instances of misinformation and hate speech, streamlining the counting process while also mitigating the spread of divisive rhetoric throughout the electoral period. Such successful utilisation of AI underscores its efficacy and fosters trust among voters.
The outcome of elections for presidents, prime ministers, or legislators could hinge largely on the effectiveness of their AI-driven campaigns. Vulnerable voters are susceptible to manipulation, highlighting the potential for significant shifts brought about by technological progress, with AI being no exception.
(The writer can be reached at dipakkurmiglpltd@gmail.com)
